Domino's Pizza, Inc. (simply known as Domino's) is an American pizza restaurant chain and international franchise pizza delivery corporation headquartered at the Domino Farms Office Park (the campus being owned by Domino's Pizza co-founder Tom Monaghan) in Ann Arbor Charter Township, Michigan, United States, near Ann Arbor, Michigan.Founded in 1960, Domino's is the second-largest franchised pizza chain in the United States (after Pizza Hut) and the largest worldwide, with 12,530 locations, in 81 countries.

1. SERVICE MARKETING
PROJECT
On
Dominos Pizza
SUBMITTED TO:- SUBMITTED BY:-
Mr.Nitin Garg Chelsea K Yepthomi
Assistant Professor BBA-3C (A1810413032)

2. ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my
teacher Mr. Nitin Garg who gave me the golden opportunity to
do this wonderful project in the “Service Marketing” subject ,
which also helped me in doing a lot of Research and i came to
know about so many new things I am really thankful to them.
Secondly i would also like to thank my parents and friends who
helped me a lot in finalizing this project within the limited time
frame.

3. TABLE OF CONTENT
1. TITLE PAGE
2. ACKNOWLEDGEMENT
3. EXECUTIVE SUMMARY
4. RESEARCH OBJECTIVES & METHODOLOGY
5. INTRODUCTION
6. REVIEW OF LITERATURE
7. FINDINGS & ANALYSIS
8. RECOMMENDATIONS
9. BIBLIOGRAPHY
10.APPENDIX

4. EXECUTIVE SUMMARY
This report is based on services offered by dominos and also to determine the level
of customer satisfaction and factors which are causing the dissatisfaction. This report
will also study the Variations in franchisee performance and the factors, which are
common to all the outlets of the franchise. India's quick service restaurant market
worth $13 billion is growing 25-30 percent a year on the back of changing and busy
lifestyle, fast emerging middle class population and surging disposable income, the
industry will continue to grow at a pace in coming years. It now accounts for roughly
half of all restaurant revenues in the developed countries and continues to expand
there and in many other industrial countries in the coming years. But some of the
most rapid growth is occurring in the developing world; where it's radically changing
the way people eat. Domino's Pizza India Ltd. has proceeded to become one of the
largest and fastest growing international food chains in South Asia. The first
Domino's Pizza store in India opened in January 1996, at New Delhi. Today,
Domino's Pizza India has grown into a countrywide network around 411 outlets in 95
cities .

5. CHAPTER-1
RESEARCH OBJECTIVES & METHODOLOGY
1.1 Research design
Research is one systematic activity that is undertaken by scholars, to help in widening
our knowledge base in all fields of education. Research is undertaken in both social
sciences as well as science subjects such as physics and biology. There are many
different types of researches such as descriptive, exploratory, explanatory, and
evaluation research.
Exploratory research is challenging as it tackles vaguely defined hypothesis and tries
to find answers to questions. This kind of research is social in nature and requires
some preliminary work in the direction of the research. Exploratory research is treated
as the purpose of the research saying this kind of research proves to be useful when
the hypothesis has yet not been formed or developed. There are certain basic premises
that need to be tested at the start of an exploratory research. With the help of these
hypotheses, the researcher hopes to arrive at more generalizations.
1.2 Type of Data collection:
1) Secondary data collection through online sites, research papers, white papers,
articles, journals, previous research on similar topics etc.
2) Primary data collection through interviews and Questionnaire.
1.3 Research Objective
1. To determine the level of satisfaction and factors which are causing the
dissatisfaction.
2. To find out Variations in franchisee performance.
3. To find out the factors which are common to all the outlets of the franchise.
1.4 Questionnaire Design
The questionnaire designed was in the form of offline form, in which closed-ended
questions were used. Some questions were having the options which were Nominal in
nature and some questions were having the options which were Interval or Scale in
nature.

6. 1.5 Sample Size
The sample size taken for this study is 50, Visited 5 Outlets and 10 Questionaries’ for
each outlet.
1.6 Sampling technique
Convenient sampling
1.7 Contact method
visited and interview of the customers at various franchise locations.

7.
CHAPTER-2
INTRODUCTION
2.1 HISTORY OF Domino’s
Dominos Pizza is the second largest franchised pizza chain in the U.S.A., and the
history of Dominos Pizza is similar to its rival Pizza hut; two brothers started it with
borrowed equity in the sixties. Tom and James Monaghan bought a small Michigan
Pizzeria called Dominick's, which was jointly run by them until James traded his
share for a second hand car. Tom revitalized the image by changing the name to
Dominos Pizza .
By the late seventies there were over 200 franchise pizza businesses in the States and
Dominos Pizza was ready to go International. In 1983 Dominos Pizza opened its
doors in Winnipeg, and in the same year opened its one thousandth store. Later that
same year Domino's corporate history was to begin in Australia with its first franchise
in Brisbane, on the East coast.

8. The locations for Dominos Pizza grew quickly from here as they sprung up in all sorts
of diverse places including Bogotá. Despite Domino's Pizza springing up diverse
locations, they were still a very traditional company. Domino's Pizza menu had been
kept very simple and streamlined; they only sold one type of pizza crust which they
named the regular pizza. Domino's Pizza dough was shaped by tossing the dough and
pulling it into shape. The pizza menu included just two sizes of dough, it was not until
much later that competition forced them to add a medium and extra large sized pizza.
There were no such things as side orders you could have Pizza, pizza or Pizza and you
could only drink a Coke with it.
In 1989 the history of Domino's Pizza was to change when the Deep Pan pizza was
introduced, for the first time in twenty five years the company was being forced to
react to market demand. This move consolidated the financial base and ensured the
growth of Domino's Pizza , as the same year they opened their five thousandth store.
The wind of change had started and by 1992 they were to introduce the first non
pizza item to their menu, this was obviously a reluctant move as it was bread sticks.
Domino Pizza dough was already on hand and the making of bread sticks is not so
different.
For many years the company had advertised that if the delivery of their pizzas took
longer than thirty minutes then the pizza would be delivered free. This was parodied
by the Teenage Mutant Ninja Turtles movie which specified the "pizza dude has 30
seconds" to complete the delivery. The turtles pizza was late and they received a
refund of $3 for "being two minutes late, dude!" However the benefits to Domino
Pizza was enormous as millions of kids were to hear the name of Domino Pizza
endorsed on celluloid. In 1993 Domino Pizza discontinued this policy and stated that
if a customer was unhappy they could have a new pizza or a refund.
By 1994 Dominos Pizza marketing policy widened as chicken wings were introduced
to the menu. At the same time the company hit the African continent as they opened a
store in Egypt . By 1996 Dominos Pizza website was launched and the company
declared global sales of nearly $3 billion.

9. Despite their reluctance to add a wider range menu they have as a company given the
pizza industry many innovations that have now become standard. The belt driven
pizza oven was the invention of Domino Pizza and they began using corrugated
cardboard delivery boxes which were very effective at holding the heat within the
pizza during the delivery time. Ever mindful of the fact that a cold pizza must be
about the worst dining experience on earth Dominos pizza introduced the "Heat
Wave," a portable electrical bag system that keeps the pizza hot during delivery.
By 1997 they had also had an internal modern facelift as their stores were all
brightened up and the company introduced a new logo. Domino Pizza continued to
grow exponentially and in 1997 they opened seven stores in one day but on 5 different
continents.
In 2004, Super Bowl Sunday was the most hectic pizza delivery day of the year
when Dominos Pizza sold over a million pizzas, which was an increase of 42 percent
on their normal Sunday trading volume. As the company continues to grow so rapidly
it is just as well the practice of adding a dot onto the logo was discontinued after three
outlets as Dominos Pizza now has over seven thousand outlets globally.
2.2 ABOUT THE COMPANY
Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in
Ann Arbor, Michigan, United States of America. Founded in 1960, Domino's is the
second-largest pizza chain in the United States and has over 9,000 corporate and
franchised stores in 60 countries and all 50 U.S. states. Domino's Pizza was sold to
Bain Capital in 1998 and went public in 2004. The menu features both vegetarian and
meat pizzas, chicken wings and boneless chicken, potato wedges, garlic breads and a
variety of dessert items including cookies and waffles, Ben & Jerry's ice cream and a
variety of soft drinks including Coca-Cola, Fanta, and Sprite. Domino's has
restaurants in all of the world's major cities such as New York, London and Chicago.
Jubilant Food Works Ltd. (formerly Domino's Pizza India Ltd) was incorporated in
March 1995 as the master franchisee for South Asia Pacific, of Domino's Pizza
International Inc., of USA. Moreover, the company holds the master franchisee rights
for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam
S.Bhartia and Mr. Hari S. Bhartia of the Jubilant Group are the promoters of the
company. Since inception, Domino's Pizza India Ltd. has proceeded to become one of
the largest and fastest growing international food chains in South Asia. The first
Domino's Pizza store in India opened in January 1996, at New Delhi. Today,
Domino's Pizza India has grown into a countrywide network around 411 outlets in 95
cities.

10.
Domino's Pizza
Type Public Company (NYSE)
Industry Restaurants
Founded Ypsilanti, Michigan,
United States
(June 10, 1960)
Headquarters Ann Arbor, Michigan,
United States
Area served Worldwide
Key people Tom Monaghan, Founder
J. Patrick Doyle, CEO
Products Pizza, Breadsticks, Pasta, Chicken
Wings, Desserts.
Revenue $2.225 billion USD (2011)
Employees 1,45,000
Website www.dominos.com

11.
Domino’s vision
Exceptional people on a mission, to be the best pizza delivery company
in the world.
MISSION
“Domino’s Pizza is the Pizza specialist who consistently delights
the customer with great taste and choices in pizza with friendly,
courteous team members providing prompt, safe delivery service”

12.
Product Offerings @ DOMINOS
Pizzas&
Pastas&
Breads,cks&
Cheese&Dips&
Beverages&(,e6up&with&Coca&Cola)&
Chocó&Lava&Cake&
Chicken&Wings&

13.
Logistics @ Domino’s
Wheat&Proccessed&@&
Jalandhar&
DOUGH& COMMISSARY& REFRIGERATED&
TRUCK&
RETAIL&OUTLET&
SUPPLIERS&
(Toppings&&&
Seasonings)&
Distribution @ Domino’s
Dough&balls&processed&
from&wheat&are&sent&to&
retail&outlets&in&
refrigerated&trucks&
HUB&AND&SPOKE&
MODEL&with&
commissaries&as&hubs&
Frozen&food&sent&at&E18&
deg&Celsius&

14.
2.3 SERVICE BLUE PRINT OF Domino’s

15. CHAPTER-3
REVIEW OF LITERATURE
3.1 QUICK-SERVICE RESTAURANT INDUSTRY IN INDIA
QSR or fast food concept was introduced in India about a decade and a half ago when
American brands like McDonalds, KFC, Domino’s Pizza and Pizza Hut entered into
the Indian market. These brands have undergone the initial challenge of charting the
new territory and today have not only found acceptance but are part and parcel of
Indian consumer’s dining habits. The brands which have recently entered in India are
Quiznos and Dunkin’ Donut. Now, more of the American brands like Denny’s, Pollo
Tropical, Applebee’s and Johnny Rockets are ready to take plunge in Indian QSR
market. India's quick service restaurant market worth $13 billion is growing 25-30
percent a year on the back of a generation of young and increasingly wealthy
consumers with an appetite for western tastes. In the past, most of the multinational
food brands have opted for franchise model to enter and or grow their footprint in
India and the trend has only increased over the years because now more and more
franchisees observe corporate-like culture and high professional standards leading to
enhanced profitability. At present the market size and growth projection between
organized and unorganized food retailing industry stands as follows:
3.2 KEY DRIVERS IN INDIAN QUICK SERVICE RESTAURANTS
• LOW PENETRATION OF MODERN RESTAURANT OUTLETS
India and the rest of South Asia have a low penetration of modern restaurants
compared to more developed markets. Most developed markets have more than 0.5
outlets per 1,000 people – Japan has 1.1, Canada has 1.0 and the US has 0.7 while the
penetration in most South Asian countries is equal to (as in India’s case) 0.2. This
represents a growth opportunity for Jubilant Foods Works (JFL) in India where

16. competition and the entrance of new players via franchises have intensified over the
years.
• ATTRACTIVE DEMOGRAPHICS
India enjoys attractive demographics in terms of population growth, a large younger
base (the under-25 age group represents close to 54% of the total population).
Growing income levels and increase in purchasing power has led to a higher spending
capacity which provides a huge opportunity for penetration for the food services
sector
• RISING URBANIZATION
Ordering in or eating out is more prevalent in the cities and towns than in the rural
areas. The average spends on ordering in the Tier 1 or Tier 2 towns is double the
average spends in the Tier 3 towns.
• CHANGING FOOD HABITS AND EATING OUT CULTURE
Increased individual incomes and growth in middle class has impacted greater
demand for convenience foods. Eating out or ordering in meals for consumption at
home has become a popular trend. According to the Techno pak Report 2009,
ordering in or bringing in meals from restaurants is a fairly common practice, with
two out of three households in India having done so in one month. In fact, most who
have ordered in or brought food from outside have done it multiple times.
• STILL LOW SHARE OF THE MARKET FOR FOOD & BEVERAGES
CONSUMED AWAY FROM HOME
Only 2% of monthly expenditure on food bought from outside or ordered-in by
households in India is spent on pizzas and pastas on a monthly basis. There is a clear
opportunities for QSR players like JFL to encourage eating out, given the low base in
India. Food and drinks consumed outside the home (restaurants, street stands)
represent only 19% of total food and drinks spending.
3.3 MARKETING STRATERGY
• 30-minute guarantee
• In December 2007, Domino's introduced a new slogan, "You Got 30
Minutes", alluding to the earlier pledge but stopping short of promising
delivery in a half hour.
• The company continues to offer "30 minute or Free" guarantee for orders
placed in its stores situated in India.
• You can’t control your pizza-mania when you browse through an extensive
range of tasty pizzas listed in the Dominoes menu. The year 2009 has more

17. reasons to unwind your temptations with the new Domino's pizza menu
featuring some new launches of mouthwatering recipes that have been
included into Dominos pizza menu. Domino’s have constantly been giving
place to new delicacies in Dominoes pizza menu and upgrading the Dominos
menu to give it a new look.
• When we talk about pizzas, Dominoes pizza menu has the most extensive
range of delicious pizzas. On Dominos menu, you can enjoy delicacies of veg
pizzas, non-veg pizzas, kebab pizzas and many more versions of tasty pizzas.
Interestingly, being a global brand, Dominos pizza menu has customized
versions of pizzas keeping in mind the taste-preferences of various populaces
living in geographically distinct locations across the globe. Anyone, living
anywhere can get his or her favorite pizza on Domino's pizza menu.
• Besides pizza, the new Dominos menu has place for Oven Baked Sandwiches
as well. The newly included Pasta Dishes and Chocolate Lava Cakes in the
Dominoes menu are particularly so hit amongst the consumers.
• Domino’s have now added new delicacies in the Dominos pizza menu other
than just pizzas. Now, pasta lovers too are found looking for Domino's pizza
menu to treat themselves with great pasta dishes. The attractive ad campaigns
of Chocolate Lava Cakes have lured many sweet dish lovers to the Dominoes
menu.
• Today, Dominoes pizza menu features pizzas, pasta dishes, oven-baked
sandwiches, wings, breadsticks and a variety of dessert items. The delicacies
on Dominos menu vary a little bit from outlets to outlets. For Dominoes menu
available with your nearest Domino’s outlet, you can check the Dominos pizza
menu online. The chances are that you will get your favorite dish on the
Domino's pizza menu and order your pizza selecting from Dominoes pizza
menu.
• You can Dominoes pizza menu online as well. This website offers you a
chance to go through the Dominoes menu online and order your pizza from
Dominos menu. The best part of ordering a pizza online from Dominos pizza
menu online is the facility of Pizza Tracker, which is an online application.
This application helps the customers to check the status of their order of a
pizza placed from Domino's pizza menu.
.
3.4 Domino's to expand product offering in India, eyes small towns
In line with its target to make India one of its top five global markets in three years,
US quick service restaurant chain Domino's Pizza said it will expand its product
offering and focus on smaller towns for growth opportunities.

18. The company also said it going ahead with an aggressive brand building exercise,
including increased spending on marketing and special offers, as it seeks a bigger pie
in the estimated Rs 1,000-crore Indian pizza market."Our strategy now is to introduce
at least one new product every 3-4 months and this fiscal we will add three more
items," Domino's Pizza India Vice-President (Marketing) Dev Amritesh told PTI.The
Indian pizza market is of around Rs 1,000 crore. The home delivery segment consists
of around half of it and Domino's claims a 65 per cent share in the segment.
In terms of top global markets for Domino's, India is currently ranked at ninth
position."While remaining focused on the core category of pizzas, Domino's will also
launch new products in the non-pizza segment,"Domino's currently has 19 pizza
variants in the Indian market, besides five non-pizza items, including choco lava cakes
and pasta which were introduced last year."Product innovation is a priority for us. It
gives consumers more choices and increase our brand value," The company will be
undertaking a major brand building exercise which will include substantial use of
advertising, besides special offers."We have just launched our wheat thin crust pizza
and revived our Pizzamania campaign. Our focus is on increasing our brand visibility
among all segments, specially with focus on smaller cities," .He, however, declined to
share the spending that the company has planned to make on its brand building
exercise.The firm plans to open 60-65 outlets every year for the next three years in
India. It currently has around 310 stores across the country."A major chunk of the new
outlets will be in smaller cities. There is a huge untapped market in those places and
we want to be at the forefront of the action," Bhartia Group-promoted Jubilant
Foodworks is the Indian master franchise for Domino's Pizza.
Dominoes pizza is one of the biggest and fastest growing international food joints in
India. Dominos Pizza India outlets can be seen in all major locations in the country.
Dominos India is expert in delivering tasty pizzas on time. The eating joints and
outlets also offer very good ambience. If you have the habit of enjoying hot and
instant pizzas then it’s always better to enjoy the taste at a Domino pizza outlet in the
country.Much like the soft elastic dough used as the foundation for which their
mainstay product is built, Domino’s Pizza has shaped their marketing strategy into a
juggernaut that has enjoyed nearly half a century of success. Currently a market
follower—second only to Pizza Hut—Domino’s longevity and rapid rate of growth is
due largely to their ability to establish, maintain, and remain true to their original
marketing mix. Domino’s success, however, is due to the fact that they have been able
to differentiate themselves on a very crowded playing field.
Most companies, at least the successful ones, concentrate on the four Ps that compose
their marketing mix. Albeit product, price, place, and promotion are the cornerstone
of many marketing strategies—Domino’s Pizza has leveraged the four Cs, or
consumer’s viewpoint, to establish their marketing mix. Customer solution, cost,
convenience, and communication are considered each time Domino’s Pizza
introduces a new product or initiates a new promotion.In the early years of business,

19. pizza was the only item on the menu at Domino’s. Side items were never considered
to be a part of the menu. Remaining sensitive to competitors and allowing
competition to affect product pricing is a classic trait of a market follower (Kotler &
Anderson, 2008). Domino’s was eventually forced to add medium and extra large
sizes to remain competitive.
Domino’s Pizza has chosen a market follower strategy. Product, one of the four Ps of
the marketing mix, is an area where the market leader continues to influence
Domino’s. Competition forces changes to the market followers. The first change to
the product offering at Domino’s happened almost three decades after they opened. In
1989, Domino’s Pizza introduced a deep-dish pizza (Laukens, 2010). While it would
stand to reason that the new addition to the menu was an answer to a competing
product, Domino’s had entered a market where deep-dish was the only acceptable
version of a pizza.
Market research had revealed that Domino’s market demographic was culturally
diverse. Domino’s responded by adding several other variations of the basic pizza.
Hand tossed and thin crust pizzas were added to the menu to satisfy demand in
specific market areas and remain competitive. Domino’s keeps a watchful eye on the
consumer reaction to specific product and pricing. The ability to see their company
from the buyer’s viewpoint is a significant advantage for any company.Domino’s
Pizza listens to feedback from the consumers, and at the same time occasionally
glances over the shoulder of their competition for inspiration and influence. From the
customers’ feedback and buying habits, Domino’s is able to glean information to help
influence direction. Domino’s strengths, weaknesses, opportunities, and threats have
changed many times over. The entire pizza industry has evolved into a highly
competitive array of corporate giants. And yet, it remains important to perform a
SWOT analysis as often as possible.Domino’s strengths include their ability to remain
unscathed, although influenced, by their competition. Moreover, their visionary
approach to creating a better consumer experience by developing better
manufacturing methods is at the foreground. Hard work, persistence, and thinking
outside the pizza box have been Domino’s formula for success. Although not the
market leader, Domino’s Pizza is recognized as the leader of innovation. The pizza
industry is crowded with businesses trying to outdo one another with a product that is
not well received if strayed too far from the original. Domino’s decided to create a
value proposition beyond the product. Tom Monaghan’s goal of perfecting the pizza
delivery was tested when Domino’s once again raised the bar. In 1986, Domino’s
Pizza created a slogan and spawned an aggressive advertising campaign in an attempt
to differentiate themselves from other pizza businesses.
Taking advantage of an impatient consumer base, Domino’s touted, “you get fresh,
hot pizza delivered to your door in 30 minutes or less—or it’s free.” Competition
scrambled to find an answer, but without the automation invented and deployed by
Domino’s it would be impossible. Domino’s was the first to use a production
assembly line method for producing pizzas. A belt-driven pizza oven produced a

20. continuous stream of pizzas allowing the manufacturing and delivery process to
become manageable, and for the most part—predictable.
Domino’s rode the wave of success for many years. Convenience for the consumer
was a definite advantage. During this time, Domino’s Pizza opened several thousand
new franchises and was taking over the market. Then as quickly as the innovative
wildfire had spread, it was extinguished. One important attribute of a good company
is the ability to learn from past experiences and change with the times. Domino’s
quickly recognized a need to innovate, and once and for all solve the problem of cold
pizza delivery. This time, however, Domino’s Pizza would show the world that they
are the trendsetters from which all others grasp firmly the coattails. Crisper crust,
bubbling cheese, and hotter topping were the new promise spoken loudly in Domino’s
advertising. This was made possible by their invention of the HeatWave bag. This
new technology, and the creative marketing, caused Domino’s competition to sweat.
Once again, Domino’s became consumer centric and focused on a better customer
experience as opposed to getting caught up in product and pricing battles.
Chicken wings and various deserts were added as an answer to a competitor’s
advantage.
Domino’s product pricing is competitive with others in the industry. Campaigns and
promotions are designed to not only attract new customers, but also to retain existing
ones. Over 8000 locations promise convenience for Domino’s consumers. It is
difficult to find an area not identified serviced by a Domino’s Pizza franchise.
Currently, Domino’s is positioned firmly within the market true to their original
intention.
Consistency in products between franchises, reading the pulse of the consumer, and
setting the pace for all others to follow is at the core of Domino’s success. The future
will depend greatly on the ability of Domino’s marketing team to remain proactive,
centered, and focused on the customers’ needs. It will always be important to realize
shifts in the target market and leverage new opportunities to expand their customer
base.
3.5 Responsible growth of Domino’s
• Delivering More Than Just Pizza
• While Domino’s stores do need A5 planning consent, we are very different
from many of the other takeaways on the high street.
• All Domino’s products are freshly prepared and baked in an oven. Our stores
do not include fryers.

21. • Much has been made in recent months about the location of hot food
takeaways in relation to local schools. As a company, we are happy to work
with local authorities to help them achieve their objectives through robust but
fair planning conditions. We already have several sites with a condition on the
planning consent that means the shop can only sell pizza and ancillary
products.
• Other issues that frequently arise in planning applications include concerns
around litter, anti-social behaviour, traffic problems and smells. Around three
quarters of our orders are for delivery to our customers’ homes, which avoids
people congregating in the store and means there is no risk of litter. In a Keep
Britain Tidy survey in 2009, carried out in 10 UK cities, not one piece of
Domino’s branded litter was found.
• The nature of pizza also deters the product from being eaten in the street
because of the size, temperature and consistency, which again reduces the
instances of litter being irresponsibly discarded when the product is eaten.
• We are happy to work with highways officers to ensure there is adequate
parking and access for our delivery vehicles and we will always act in a
responsible manner in terms of reducing the noise from our drivers and
vehicles. As a result of these measures, we do not have an adverse impact on
the neighbouring properties.
• The nature of our product leads to the smell from a Domino’s store being
more akin to that of a local baker and, in addition, we use a very high
specification of ventilation and extraction.
• A Domino’s Pizza store is an addition to the local community. We offer well-
run businesses, providing employment and structured career paths for local
people, as well as support for the local community.
• At Domino’s Pizza we are happy to discuss any concerns local authorities
might have, in advance of the planning process, and in many cases we can
accept planning conditions that would be untenable for many A5 operators.
3.6 AWARDS WON BY Domino’s
Human Resources Awards
• The Images Most Admired Retailer of the Year: Foodservice. This award has been
bestowed by Indian Retail forum at the 8th annual Images Retail Award.
• Mr. Basab Bordoloi won HR leadership award in Asia’s Best Employer Brand
Awards - 2010 by World HRD Congress.

22. • Mr. Basab Bordoloi won "Most Powerful HR Professional of India" award in
Asia’s Best Employer Brand Awards - 2010 by World HRD Congress.
• Jubilant FoodWorks Ltd won the award for ’Continuous Innovation in HR Strategy
at work’ in Asia’s Best Employer Brand Award - 2010 by World HRD Congress.
• Ranked 9th Best Employer 2009 in India in Hewitt’s Best Employers survey 2009.
• Ranked amongst the top 25 best employers across Asia pacific market, which
includes Australia/New Zealand, China, India, Hong Kong, Malaysia, Korea &
Singapore, in Hewitt’s Best Employers survey 2009.
Marketing Awards
• Top 10 Marketers in 2010 for Marketing Ingenuity, Innovation and Impactful
Launches awarded by Financial Express
• Jubilant FoodWorks Ltd won the award for "Brand Excellence in service /
hospitality industry" in CMO Asia awards by CMO council.
• 2010- Won the Golden Spoon Award for the ’Most admired FnB retailer of the
year- QSR foreign brand
Customer Services Award
• Franchise Awards 2009 for Best Customer Services presented at Asia’s largest
Franchise Expo - Among other initiatives by us the one that stood out was our
honouring of ’30 minutes or free’ service guarantee
DOMINO´S PIZZA INDIA - International Operations Awards
• Domino’s Pizza India won the GOLD FRANNY award for the fastest growing
Domino´s franchisee in world for 3 consecutive times - 2006 2007 & 2008,
presented by Domino’s Pizza Inc.
• 2008: Dominos Pizza India won 1 International and 2 Asia Pacific awards
• ’Trainer of the year’ - Domino’s International.
• ’Supervisor of the year’ - Asia Pacific
• ’Rookie Manager of the year’ - Asia Pacific
• 2007: Dominos Pizza India won 1 International and 3 Asia Pacific awards
• ’Supervisor of the year’- Domino’s International.

23. • ’Rookie Manager of the year’ - Asia Pacific
• ’Manager of the year’ - Asia Pacific
• ’Trainer of the year’ - Asia Pacific
• 2006: Dominos Pizza India won 1 International and 2 Asia Pacific awards
• ’Manager of the year’ - Domino’s International.
• ’Supervisor of the year’ - Asia Pacific
• ’Rookie Manager of the year’ - Asia Pacific
• 2004 / 2005 / 2009 Franchise Award - Award for Excellence in Franchising and
Business
• Development. Domino´s Customer Service Food and Beverages
• 2006/2007/2008 Distinguished Achievement Award of the International
Franchising Association presented to Domino´s Pizza India

24. CHAPTER-4
FINDINGS & ANALYSIS
4.1 PERFORMANCES COMPARISON OF VARIOUS FRANCHISEES
Attribute Franchisee V‐Good Good Above Avg. Average Poor
Taste of food I 7 2 1 0 0
II 6 1 3 0 0
III 5 4 1 0 0
IV 8 2 0 0 0
V 9 1 0 0 0
Variety of food I 7 3 0 0 0
II 6 4 0 0 0
III 5 4 1 0 0
IV 6 3 1 0 0
V 6 2 1 1 0
General hygiene I 6 3 1 0 0
II 5 3 2 0 0
III 6 2 1 1 0
IV 5 3 2 0 0
V 8 2 0 0 0
Ambience/Décor I 8 1 1 0 0
II 7 2 1 0 0

25. III 6 3 2 0 0
IV 6 2 3 0 0
V 7 1 1 1 0
Value for money I 6 2 2 0 0
II 7 2 1 0 0
III 6 2 2 0 0
IV 8 1 1 0 0
V 7 1 2 0 0
Friendliness of peers I 7 1 1 1 0
II 5 3 0 1 1
III 6 2 2 0 0
IV 7 1 1 1 0
V 7 3 0 0 0
Promptness of delivery I 6 3 1 0 0
II 7 2 1 0 0
III 8 1 1 0 0
IV 9 1 0 0 0
V 8 2 0 0 0
Comfortable and well
provided
I 5 2 1 0 2
II 5 1 4 0 0
III 6 3 2 1 0
IV 8 2 0 0 0
V 9 1 0 0 0

26. 4.2 VARIATIONS IN FRANCHISEE PERFORMANCE
 TASTE OF FOOD
 VARIETY OF FOOD
 GENERAL HYGIENE

27.  AMBIENCE/DÉCOR
 VALUE FOR MONEY

28.  FRIENDLINESS OF PEERS
 PROMPTNESS OF DELIVERY

29.  COMFORTABLE AND WELL PROVIDED

30. 4.3 FACTORS WHICH ARE COMMON TO ALL THE OUTLETS
OF THE FRANCHISE
Going through the analysis of response from the survey conducted, it is concluded
that
 Dominos is providing its customers good quality food products.
 Though not wide but its product line is quite impressive. It includes meals for both
Vegetarian and Non-Vegetarian and satisfies both section of customers.
 Dominos is also providing its customers a well provided and comfortable
ambience.
 It has been rated as ‘very good’ by its customers in terms of Taste and Variety of
food and promptness of delivery.
 Dominos maintains its consistency in taste and quality.
 Customers are also satisfied with its prices and promotional and advertising
activities.
 Prices are affordable by all and Dominos also satisfies its customers by
continuously introducing value for money offers
 Customer Satisfaction Through 4 P’s Of Marketing Mix
 Quality of the product
 Design of the product
 Packaging
 Product range
 Young and enthusiastic team.
 Selective supply chain strategy
 Rigorous food safety standards
 Nutritional information available on packaging

31. 4.4 ANALYSIS OF QUESTIONNAIRE
Q1. How frequently do you visit Dominos ?
Once a week More than once a week Once a fortnight
Once a month Less than once a month
Out of the sample of 50, following results were obtained:
• 25 informants said that they visit Dominos once in a fortnight. This section of people
is 50% of the total sample.
• 8 informants said that they visit more than once in a week i.e. 16% of the people
surveyed.
• 7 said that they visit once in a month. They are 14% of the people surveyed.
• 5 persons each said that they visit once a week and less than once a month
respectively. They are 20% of the people surveyed.
Population
0
5
10
15
20
25
30
Once a
Week
More than
Once a
Week
Once a
Fortnight
Once a
Month
Less than
Once a
Month
Population
5
8
25
7
5

32. Q2. Rate Dominos on the following Attribute Scale:
Attribute V‐Good Good Above Avg. Average Poor
Taste of food 30 12 5 2 1
Variety of food 20 25 3 1 1
General hygiene 25 19 4 2 0
Ambience/Décor 9 12 21 5 3
Value for money 6 24 15 4 1
Friendliness of peers 9 20 15 4 2
Promptness of delivery 15 20 10 2 3
0
5
10
15
20
25
30
35
Taste
offood
Variety
offood
G
eneralhygiene
Am
bience/D
écor
Value
form
oney
Friendliness
ofpeers
Prom
ptness
ofdelivery
V-Good
Good
Above Avg.
Average
Poor

33. Out of 50 Persons being surveyed, out of 30 Rating has been done.
• On the Rating Scale 30 is the highest Attribute rating for taste of food which is found
to be V. Good.
• And 25 is the highest Attribute rating which found the Variety of food to be Good.
• 25 is the highest Attribute rating which found the General Hygiene to be V. Good.
• 21 is the highest Attribute rating which found the Ambience/Décor to be Above
Average.
• 24 is the highest Attribute rating which found the Value for Money to be Good.
• 20 is the highest Attribute rating which found the Friendliness of Peers to be Good.
• 20 is the highest Attribute rating which found the Promptness of Delivery to be
Good.
Q3. Is Dominos ambience comfortable and well provided?
Views No. of persons
Strongly Disagree 1
Disagree 1
Neither agree 7
Agree 38
Strongly Agree 3

34.
Regarding the Comfortability of Dominos,
• 38 persons out of 100 surveyed agreed that its ambience is comfortable i.e. 60%
• 7 persons neither agree nor disagree i.e. 20%
• 3 persons strongly agreed i.e. 15%
• 1 person each disagreed i.e. 5%
Q4. Does Dominos maintains consistency in its taste and quality?
Views No. of persons
Yes 43
No 7
No. of persons
0
5
10
15
20
25
30
35
40
45
Strongly
Disagree
Disagree Neither
Agree
Agree Strongly
Agree
No. of Persons

35.
This question shows whether Dominos maintains consistency in taste and quality of its
food products.86% of the persons surveyed agreed that Dominos maintains consistency
in its taste and quality while 14% disagreed.
Q5. What recommendations do you wish to suggest to Dominos?
Recommendations No. of persons
Include more variety 32
Reduce prices 6
Better advertising and promotion 5
Improve quality 7
No. of persons
Yes
86%
No
14%

36.
This question gives out the suggestions to increase the sales.
Out of 50 persons surveyed:
• 32 persons suggested that Dominos must include more variety i.e. 52%
• 6 persons suggested to reduce prices i.e. 12%
• 5 suggested to adopt better advertising and promotion measures i.e. 10% and,
• 7 suggested to improve quality i.e. 26%
Q6 How would you describe your eating experience at Dominos?
Experience No. of Persons
Excellent 4
Very Good 17
Good 25
Poor 4
0 0 0 0
32
6
5
7
1
2
3
4

37.
This question describes the eating experience at Dominos.
Out of 50 persons being surveyed:
• 4 describe their eating experience as excellent i.e. 15%
• 17 as very good i.e.20%
• 25 as good i.e. 50% and
• 4 as poor i.e. 15%
Q7. Are you satisfied with the behavior of Dominos staff?
Very satisfied Satisfied Not Satisfied
0
5
10
15
20
25
Excellent Very good Poor Good
No. of persons
No. of persons

38. Out of the Sample of 50, Following results were Obtained:
• 70% of the people said that they were Very much satisfied with the behavior of
Dominos staff.
• 15% of the people said that they were only satisfied with the behavior of Dominos
staff.
• 15% of the people said that they were not at all satisfied with the behavior of
Dominos staff.
70%
15%
15% 0%
VERY SATISFIED
SATISFIED
NOT SATISFIED

39. RECOMMENDATIONS
1. Maintain consistency in the taste and quality of products.
2. Include more items in its product line like burgers.
3. Include more promotional and advertising measures to increase its sales or to
increase its market share.
4. They Should also freeze their Ice Creams at higher Temperature so that it does
not get melted so early.
5. The most important thing is that they should also sell pizza’s without cheese
because today’s generation is more Diet Conscious and each and every pizza of
Dominos is more or less of cheese so they should make pizza’s without cheese.
6. One Thing more Dominos should start is giving Customized waiter Services
instead of Self Services.
7. The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.

40. BIBLIOGRAPHY
Books referred:
Kotler P. (2004) ‘Marketing Management: Analysis, Planning, Implementation &
Control’, Prentice Hall of India, New Delhi
Christopher G and Harold W Bukman,
Marketing management C.B.Gupta
Articles referred:
Dominos : “Think global, act global” – the marketing mix
Websites referred:
www.wikipedia.com
www.dominos.com
www.dominossindia.com
www.emeraldlibrary.com
www.google.com

41. APPENDIX
QUESSIONAIRE
Name: ……………………………………………………………………
Q1. How frequently do you visit Dominos?
Once a week More than once a week Once a fortnight
Once a month Less than once a month
Q2. Rate Dominos on the following Attribute Scale:
Attribute V‐Good Good Above Avg. Average Poor
Taste of food
Variety of food
General hygiene
Ambience/Décor
Value for money
Friendliness of peers
Promptness of delivery
Q3. Is Dominos ambience comfortable and well maintained?
Strongly disagree n
Disagree
Neither agree
Agree

42.
Q4. Does Dominos maintains consistency in its taste and quality?
Yes
No
Q 5. What recommendations do you wish to suggest to Dominos?
………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………
………………………
Q5. How would you describe your eating experience at Dominos?
Excellent
Very Good
Good
Poor
Q7. Are you satisfied with the behavior of Dominos staff?
Very satisfied Satisfied Not Satisfied
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